The Health Effect
LATAM EDITION 2026
More pressure.More intention to take care.More growth opportunities.
More pressure. More intention to take care. More growth opportunities.
Health under pressure
Redefining consumption
Two accelerators of transformation
From necessity to opportunity
Understand to transform
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Even in a setting of financial pressure, the search for a healthier lifestyle continues to gain strength in Latin America. The proportion of households in situations of greater economic difficulty rose from 25% to 29% in just one year. At the same time, Health Actives again represent 38% of Latin American households, and more than 70 million families continue to adopt wellness-related practices and purchases. The central tension of this study is not between taking care of oneself or not, but in how consumers adapt the path to health when the budget tightens.
It is from this paradox that we built The Health Effect 2026. With nearly 15,000 interviews conducted in nine markets in the region – Central America (Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua, and Panama), Argentina, Bolivia, Brazil, Chile, Colombia, Ecuador, Mexico, and Peru – we investigated how Latin American consumers have been reconciling the pressures of everyday life with the search for a healthier life, and how this situation influences their decisions.
In the following pages, we show how economic pressure relates to physical and mental well-being, why prevention and self-care continue to advance, and how phenomena such as GLP-1 and sugar reduction are redistributing consumption. Here, the invitation is made: to understand how these transformations are reshaping the behavior of Latin American consumers and what growth opportunities they open up for brands. Are you coming with us?
